FASHION LOOKBOOK: YMC S/S16 MENSWEAR

“There is something terribly wrong with a culture inebriated by noise and gregariousness.”

George Steiner

“You are born modern, you do not become so.”

Jean Baudrillard

When, back in 1995, Fraser Moss and Jimmy Collins borrowed industrial designer Raymond Loewy’s slogan, ‘You must create’, in order to name their nascent clothing company they couldn’t have realised what a clarion call those words would become. YMC, as the company swiftly came to be known, took initial inspiration from work wear, the football terraces of the early 80s, the tradition of outward bound attire and American and British military wear. From the uniforms and sportswear they borrowed precision and crisp functionality and from punk they took a dark humour and well aimed iconoclasm. YMC were and will always be defined as much by what they are against as what they are for.